FAQ Friday: How To Get The Most Out Of Your Marketing Keywords

go above and beyond using your marketing keywordsTrying to engage with your ideal audience but feel like you’re coming up short? Well it may have something to do with your keywords. In today’s FAQ Friday, grab your keyword list and learn how to make the most out of it with the following solutions for effective keyword planning.

On a broad scale, I see SEO becoming a normalized marketing tactic, the same way TV, radio, and print are traditionally thought of as marketing tactics.—Duane Forrester

Why is effective keyword planning important?

Your marketing keywords the right people to your brand. The more specific your keywords are the more niched your audience is. Having a more targeted audience improves the probability of sales ready leads and ultimately new and returning customers. For more information on the importance of finding the right keywords for effective strategy, check out the following infographic:


effective keyword planning infographic from placesterSOURCE


How do I create a keyword list that is effective now and in the future?

Your goal is to find keywords that are relevant to your brand and to your audience. You should have a list of core keywords that are key to your brand identity. Over time, your keyword list will evolve based on new topics and innovations within your industry. Because of that, you should always update your keyword list with new and relevant keywords that fit the times.

Just remember, your core keyword list that solidifies your brand image should never change. You are just adding or updating your list with new keywords based on trends, relevant questions, and innovations that may arise within your industry.

The future of SEO is here: understanding and marketing to specific and defined audiences through search engines.—Adam Audette

Questions to consider when researching your keywords:

1. What is your brand known for?

  • What do you provide to your customers? Do you provide information, services, or products? Outside of selling your services, you should always aim to provide information and value to your audience. List the top three topics that relate to your brand and that you are knowledgeable in aka as knowledgeable as the back of your hand. From there, form a list of keywords from these topics in order to map out what your brand offers to your potential clients.

2. Out of your top ten competitors, what keywords are similar to your brand?

  • As you search, make sure to take note of the keywords your competitors are ranked for. Are there keywords that are relatable to your audience as well as theirs? Don’t try to impose their keywords onto your brand if it doesn’t fit. It’s a waste time and in the long run can prevent you from really targeting the right audience for your business.

3. What types of actions do people take based on each keyword phrase?

  • Each keyword incites a specific action within each user. As you see what actions users take based on each keyword phrase, note down the action especially those actionable keywords that can be used predominantly for calls-to-actions or transactional purposes.

4. How many ways could a visitor search for your website or piece of content?

  • As you’re researching, take note of synonyms, antonyms, and other alternate phrases for your keywords. Your goal is to create long tail keywords that both relevant to users while providing ample visitors to your website and other additional content you create.

The following is a list of resources to help in your keyword research:

What are effective ways for me to find keywords?

Even if you have a small marketing budget, there are ways to find keywords for your brand. From free keyword planning tools like Google Keyword Planner and Google Trends to paid tools like SEMrush, the following is a list of resources for effective keyword planning tools to fit your specific business’ needs:

I like using a variety of keyword tools, but if I was on a desert island and could only use three tools, the three keyword tools I would want access to for keyword research are: Google Keyword Planner, SEMRush and Google Trends.—Christine Churchill

What are some key areas on my website and in my content that can benefit from keyword optimization?

Web page copy:

  • From your homepage to your blog and even your store, include keywords not just for the search engines but also to guide your audience through your website.


  • Your url is great host for keywords especially for content like blog posts, podcast, or video episodes. It’s easier to hide the long tail keywords in your url as opposed to your titles. Titles for blog posts and other content should still attract your audience while still aiming to catch the reader’s attention. So if you feel that your title is too heavy with keyword copy, opt to add it to your URL.

Image and video file names:

  • Insert keywords within the file names of your content. From infographics to your explainer and customer testimonial videos, use keywords that are applicable to the file that your user is getting ready to engage in.

Meta description:

  • Use your 140 characters wisely and insert a few engaging keywords to get your audience excited about your content while optimizing it for search at the same time.

If you have questions you would like to see featured in our weekly FAQ Friday, please submit them in the comments below or mention us @DirectImages on Twitter. Until next FAQ Friday, keep your communication lines open. Don’t know the answer—just ASK.

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Topics: Marketing, Inbound Marketing

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